The Scary Reality of BFCM Marketing Without a Plan (Avoid These Horrifying Mistakes)

Are you brave enough to face the scary truth? Black Friday and Cyber Monday (BFCM) are the year’s biggest shopping events, yet going in without a solid plan is a nightmare waiting to happen! Imagine navigating the chaos of BFCM with no clear strategy—frightening, right? But don’t worry!

By the end of this post, you'll know exactly how to avoid the most common BFCM marketing mistakes and walk away feeling prepared, empowered, and ready to crush your holiday sales.

No ghosts or goblins here, just results-driven strategies to boost your seasonal sales.

Let’s get started!

1.The "Ghosted by Strategy" Mistake

Heading into BFCM without a plan can feel like stepping into a haunted house blindfolded.

Without a structured approach, you’ll find yourself chasing last-minute trends or pouring resources into promotions that miss the mark, leaving you “ghosted” by potential sales. This mistake often results in random ad placements, unfocused emails, and inconsistent posts, creating confusion for your audience and wasting your budget.

Start by setting SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) goals. Define what success looks like for your BFCM campaign, whether that’s increasing sales, driving traffic, or growing your email list.

For example, decide if your BFCM campaign will focus on customer acquisition, boosting sales, or growing your email list. Write these goals down and structure your campaign accordingly with content that drives toward those aims.

2.Falling for Every "Trick" Instead of Picking the Right "Treats"

Listen, I get it!

It’s tempting to grab every marketing “treat” and use all available channels during BFCM, but spreading yourself thin weakens your message and your impact.

Just like grabbing every candy in the bowl, marketing across too many channels can result in content that’s generic, ineffective, and lacking appeal to your core audience.

The result?

An unengaged offer that fails to resonate with anyone.

Instead, narrow your focus to the 1-2 platforms where your audience is most active, and tailor your messages accordingly.

If your audience is younger, prioritize Instagram and TikTok with catchy visuals.
For a professional crowd, stick to LinkedIn and Facebook.

With a focused approach, you’ll avoid wasting time on channels that don’t serve your brand’s best interest.

3.Ignoring the "Scary Power" of Email Marketing

Too many businesses focus solely on social media during BFCM, overlooking the power of email marketing. Relying solely on social media is risky behavior! Algorithms are unpredictable, and posts can easily be missed in a busy feed.

Email, on the other hand, is a direct line to your customers’ inboxes, where you can control the timing, message, and reach. ZeroBounce's 2024 study revealed that 39% of people check their emails 3-5 times a day. With nearly half of consumers actively monitoring their inboxes multiple times a day, you’re strategically positioned to capture attention and drive engagement with consistent, targeted email campaigns.

Plan a well-structured email series that builds up to BFCM, creates excitement, and reminds customers to act. Segment your email list to ensure each group gets a message that speaks directly to their interests.

Focus on emails that drive urgency, such as early access to sales, exclusive offers, and last-chance reminders.

4."Zombie" Content That Doesn’t Stand Out

Using the same type of content or repeating old marketing messages turns your brand into a “zombie,” blending into the crowded BFCM landscape without leaving an impression.

Zombie content feels lifeless and fails to engage, which can be a death knell for conversions.

Bring your content to life by creating fresh, dynamic posts. Use videos, interactive elements, and eye-catching graphics to stand out. Try holiday-themed visuals, polls, stories, or countdowns that encourage interaction. Use animated elements or emojis to add personality.

5.Discounting Too Deep and Hurting Your Brand

Offering extreme discounts might seem like a no-brainer, but it can harm your brand’s perceived value. Over-discounting during BFCM might drive short-term sales but will condition your customers to wait for the next big sale, eroding brand loyalty and regular, full-price purchases.

Create value by offering bundled products, exclusive experiences, or limited-time items rather than heavy discounts. Consider adding free gifts or bonuses that make customers feel they’re getting more value. Experiment with tiered pricing based on the purchase amount to encourage larger orders without compromising your brand’s reputation.

6.A "Skeleton Crew" Approach to Customer Service

Customer service is crucial during BFCM.

Ignoring it or failing to plan for high demand can result in long response times, missed sales, and negative reviews.

A “skeleton crew” approach during one of the busiest shopping times of the year can lead to frustrated customers who are unlikely to return.

Prepare your team with a plan for quick responses, set up automated chatbots for FAQs, and create a dedicated support line if needed. Make sure all team members are briefed on promotions and ready to assist.

Consider a temporary increase in customer service support to ensure that you’re fully staffed.

7.Failing to Track and Measure Results - The Ultimate Nightmare

Running a campaign without tracking metrics is like wandering through a dark maze without any way out.

Without data, you’ll have no way to measure what’s working or where you’re losing sales. This approach leaves you guessing and prevents you from making improvements for future campaigns.

Identify key metrics, like conversion rates, click-through rates, and return on ad spend (ROAS), and set up tools to track these before your campaign begins. Schedule a review session post-BFCM to go over your data and see where you can refine your approach. This way, you’ll be ready to make data-driven decisions in the future.

Conclusion: Moral of the Story

When it comes to BFCM, failing to prepare means preparing to fail.

By recognizing these spooky pitfalls and taking proactive steps to avoid them, you’ll be setting yourself up for a season of success rather than fear.

Don’t let the ghosts of missed opportunities haunt you, put your strategy in place now and watch your business thrive.